3 Overlooked Ways to Supercharge Your Local SEO Efforts
Local search engine optimisation (SEO) is crucial for any business that wants to attract customers in their local area. However, focusing solely on basic on-page and technical SEO can only get you so far. There are some additional tactics that are often overlooked but can provide a big boost to your local rankings and visibility.
In this in-depth guide, we’ll explore 3 key ways you can take your local SEO to the next level. We’ll provide real-world examples, actionable tips, and address any common questions you may have. By the end, you’ll have a comprehensive strategy to start seeing better results locally.
Research Local Competitors and Communities
The first step is to research your local competitors and communities. This involves analysing:
- Your top 3-5 competitors’ websites and profiles on directories and review sites. Take note of what they’re doing well and opportunities you can capitalise on.
- Popular local review sites like Yelp, Google My Business, Facebook, etc. and any groups/forums where locals interact.
- Keywords and topics locals in your area are searching and engaging with online. Use a keyword research tool like Keyword Sheeter* to find these.
Some things to pay attention to include:
- Content gaps you can fill that competitors aren’t targeting
- Opportunities to claim or optimise listings
- Ideas for community involvement and networking events
- Trending topics to discuss in your own content
By understanding what resonates locally, you can craft a targeted strategy. For example, a plumber in Portland may find success focusing on green plumbing articles if sustainability is a big issue there.
Get Personal With Hyper-Local Content
Once you understand your community, start producing hyper-local content tailored specifically for them. This involves getting personal and tapping into cultural nuances or events unique to your area.
For example, a restaurant in Long Beach, CA, could create a blog series reviewing other local hot spots or sharing insider dining tips for the beach city. An eye doctor in Madison, WI, may write about adjusting routines/diets for winter or summer sports seasons.
You can also get personal through local-focused
- Email newsletters sharing community happenings
- Social media engagement around local hashtags
- Reviews and profiles on directories mentioning community ties
- Quotes and calls-to-action personalised for the neighbourhood
Getting local residents to engage with and share this unique content can help with SEO factors like social shares, backlinks, and referrals over time.
Optimise Citations and Review Profiles
Beyond the on-page technical SEO basics, take time to optimise key local citation profiles and directories. These often outrank local businesses in search results for their name or category.
Some of the of the top ones to prioritise include:
- Google My Business
- Yelp
- YellowPages
- Foursquare
- Bing Places
- TripAdvisor (for service areas like restaurants)
Completing and verifying these profiles is the bare minimum, but you should also focus on:
- Adding rich information like photos and service areas
- Managing and responding to reviews promptly
- Linking profiles for authority
- Claiming inaccurate or duplicate listings
- Encouraging reviews through on-site/email calls-to-action
A comprehensive local citation strategy is key for visibility on maps and local packs. Don’t forget about niche directories relevant to your industry as well.
Key Takeaways
To summarise, the three overlooked ways to improve local SEO that were covered include:
- Researching local competitors, communities, and keywords
- Producing hyper-local, personalised content
- Optimising key citation profiles and local directories
By focusing on local-based research, relationships, and authority signals, you have the opportunity stand out from competitors in your area. Local SEO requires an ongoing, holistic approach, but these tactics can provide a big, immediate boost when done right.
FAQs
How long does it take to see results?
Most tactics, like content creation and citation optimisation, may begin providing results in 2–6 months as Google learns to recognise and trust your local online presence over time. Don’t expect overnight changes; consistency is key.
What tools can help with local SEO?
Good tools include Keyword Sheeter, Moz Local, BrightLocal, SEMrush Local, and the Google Search Console localization reports. These help with audits, ranking tracking and discovery of local opportunities.
How important are reviews for local SEO?
Online reviews have become hugely influential for local searchers and are a major ranking factor for Google My Business and other directories. Aim for regular, high-quality reviews on all your profiles over time for the best results.
Do I need to hire an agency?
For many small businesses, learning and implementing the basics of local SEO in-house is very doable. But an agency can accelerate results through their experience and tools. Consider an agency if you’re short on time or technical skills.
How do I get local citations built?
Directories like YellowPages often offer paid submission services but aim to build citations naturally through claiming and verifying profiles, encouraging online reviews that link back, and regular engagement in local communities over time.
Conclusion
Mastering local SEO takes a well-rounded, long-term strategy beyond the basics. By researching local nuances, personalising content for hyper-local audiences, and optimising key citations and directories, your business can better connect with customers near you online. These three often overlooked tactics are great places to start supercharging results when added to an existing local SEO plan. Let me know if you have any other questions!